It’s imperative for any type of business to develop buyer personas. A buyer persona is a semi-fictional representation of your ideal customer. It’s created using intensive research and analysis of your existing customers. Instead of blindly targeting a large group of people, buyer personas allow your business to know who your customers really are, their behavior, goals, and motivations. From this knowledge, you can tailor your content marketing and product development efforts.
Here’s how to develop buyer personas:
Analytics solutions such as Google Analytics, Facebook Insights, Coremetrics, and surveys are the best tools for identifying your target audience. These tools provide you with unlimited data according to the demographics you use to segment your audience. They allow you to identify the location, age, and gender of the people who are interested in your products.
These are just a few ways of defining your customers. You can dig deeper and segment your customers according to their interests and average purchase value. Google Analytics can even tell you the time and path taken by your customers leading up to purchase. This information gives you valuable insights as to the type of customer who take a while to convert compared to those who buy almost instantly.
Compare Existing Customers with Your Ideal Ones
Once you have the data from analytics solutions, you will have an accurate picture of your website visitors and customers that you can use to develop buyer personas. These existing customers may or may not fit into your target audience. There are companies that target their advertising towards their ideal personas but later find out that their actual customers do not fit the description.
Data from analytics solutions may be used to create two different segments: existing customers and ideal customers. With this information, you can tailor your marketing materials and see how the two groups respond.
Map Out the Buyer’s Journey in Your Sales Funnel
Find out which personas take a longer path to purchase and why. What information do they look for and how can you fill that need? Instead of trying to shorten the buyer’s journey, it’s best to understand the process and plan your marketing efforts accordingly.
Understanding of the buyer’s journey is an integral part of the sales process. It’s key to successful marketing efforts. Understanding your customer’s purchase behavior will help you create offline and online marketing strategies that meet your buyer persona’s requirements.
Your buyer persona’s path to purchase might take one to two months. He or she probably performs research one day, read online reviews within the next few days, compare brands a week later, and eventually make a purchase. To make sure you keep them interested and earn their trust, you need to create comprehensive guides, testimonials, and articles that answer all their questions and prove your value.
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